Digital marketers’ guide to online reviews

This consumer-generated content can boost your reputation and entice others to test out your product or service. Here’s how you can take advantage of the tactic.


It’s becoming rare today for consumers to make an online purchase, choose a restaurant or a settle on a local service provider without first perusing online reviews.

Sixty-eight percent of millennials trust online reviews, compared to just 34 percent that trust TV advertising. Consumers who view user-generated content tend to convert into customers at a higher rate, too—133 percent—than those who don’t check out what consumers are saying.

However, the online tactic comes with many questions. Can consumers really trust those reviews? For brand managers, how do you deal with a bad online review? How many reviews should you have?

[RELATED: Attend the Big 5 Social Media Boot Camp and learn to use Facebook, LinkedIn, Snapchat and Instagram to get huge results.]

You know that you shouldn’t pay for fake positive reviews, but where does social media fit into the equation—and how should you handle feedback on Facebook and Twitter in comparison to a Yelp review?

There’s tons of evidence that negative reviews can sink a business. Most people (86 percent) will hesitate to make a purchase if they read a bad review.

For everything you need to know about online reviews and more, check out the infographic from Website Builder below:

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